What's causing the sudden increase in customer support calls related to Naked Insurance's home insurance claims process?

Introduction

The sudden increase in customer support calls related to Naked Insurance's home insurance claims process indicates a significant disruption in the user experience. This analysis will systematically identify, validate, and address the root cause while considering both immediate and long-term implications for the product and business.

I'll approach this issue by first clarifying key details, ruling out external factors, and then diving deep into the product journey, metrics, and potential internal causes. My goal is to pinpoint the root cause and propose actionable solutions that address both immediate concerns and long-term prevention.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change to the claims process. Has there been any significant update to the claims workflow or user interface in the past month?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, we updated the claims submission form last week. Impact on approach: If confirmed, I'd focus on the new form's usability and potential technical issues.

• Considering user segments, I'm curious about the distribution of these calls. Are we seeing an increase across all user types, or is it concentrated in a specific demographic or policy type?

Why it matters: Helps identify if the issue is universal or specific to certain users. Expected answer: The increase is primarily from first-time claimants. Impact on approach: I'd investigate onboarding and first-time user experience if this is the case.

• Thinking about the nature of support calls, I'm wondering about the specific issues being reported. What are the top 3 reasons customers are calling about the claims process?

Why it matters: Pinpoints the exact pain points in the customer journey. Expected answer: Confusion about required documentation, errors in form submission, and long processing times. Impact on approach: I'd focus on improving clarity in instructions, form validation, and backend processing.

• Considering potential system issues, I'm curious about our backend performance. Have there been any notable changes in claim processing times or error rates on our end?

Why it matters: Technical issues can often manifest as increased support calls. Expected answer: We've noticed a slight increase in processing times, but nothing significant. Impact on approach: I'd investigate if even small delays are causing a compounding effect on user frustration.